Leverage the art and science of digital marketing

Cecilia Nysing
Kettler’s chatbot feature gives prospects 24/7 information about their properties, including 800 Carlyle Apartments in Alexandria, Virginia. The blue icon at the bottom left allows you to customize accessibility. Image courtesy of Kettler

Now, more than ever, prospective apartments of all ages spend hours looking at their screens.Multi-family marketer Corresponding to this reality Creative messages and action calls delivered to desktops, laptops, tablets, phones and wearables.

Unlike static print ads and billboards, which the American Marketing Association (AMA) describes as “one-way” communication, digital marketing is an interactive, dynamic, and ever-changing process.

According to AMA, digital marketing is the use of any method that takes place through electronic devices to promote a brand or reach consumers. Multi-family digital marketing strategies generally include websites, online advertising, search engine optimization (SEO), search engine marketing (SEM), social media marketing, content creation (blogs and videos), and electronic to reach customers. Includes various channel combinations such as email.


Read again: Upgrade your value-added marketing strategy


Not all digital marketing channels offer a return on investment (ROI). Experimentation reveals what is appropriate for a particular property or region within the portfolio. Even if proven digital marketing techniques are identified as consistently delivering results, testing new ideas can be beneficial, but always record costs and results, not all at once.

The most important part of Effective Apartment Marketing Strategy We are measuring the success of our activities. In addition, define key metrics for each marketing channel and record them regularly in your real estate marketing report. By tracking marketing spend from online activities and closed deals, you can easily determine the quantitative impact of your entire marketing funnel and your overall real estate marketing ROI.

Once you’ve implemented this framework, you can dig deeper to explore channel performance and specific marketing activities to help answer this question. What is the highest ROI in real estate marketing?

Omni-channel playbook

According to Darryl E. Smith, Senior Vice President and Chief Marketing Officer at Kettler, one of the key aspects is Reputation management program.

“The fact that you have a strong partner who can manage your reputation means that if your people are commenting on any of your reputation channels, it’s Google my business Or someone else, (meaning that) you have a way to respond to it, “Smith said. “There is also transparency to see what the organization is saying and to understand what people are saying about the brand.”

According to Smith Digital marketing has evolved As both art and science. “Sister industry peers such as hospitality and retail really understand it and they did a great job with it. For us, it’s how we continue to create meaningful experiences for consumers. about it.”

Kettler’s answer lies in omni-channel marketing. This is an approach that provides customers with a completely seamless and integrated shopping experience from the first touchpoint to the last touchpoint.


Read again: Instagram Guide for Multi-Family Marketing


Omni-channel marketing is based on text messages, e-blasts, and other digital formats used to interact and engage with lessees. “We have all these digital entry points to connect with consumers,” Smith said. “Now we want to make them frictionless and connect them all to a digital and seamless experience.”

For example, if a prospect is on Instagram or Facebook and sees a property ad, all they have to do is write down the URL, quit Facebook, and instead of visiting the Kettler website, click on that link or that ad. You can get the information. They need. If you wish to trade, you can fill out the application or schedule an appointment and then return to your current environment. Omni-channel marketing increases the chances of capturing and transforming in real-time format 24 hours a day, 7 days a week.

The second part of that omni-channel engagement is to start a meaningful conversation using AI tools such as: Chatbot.. “We’re really excited about it because consumers want ease of use and efficiency, and that’s what digital tools are positioning themselves to actually create,” Smith said. Says.

Kettler’s chatbots can talk to prospects 24 hours a day, 7 days a week, providing an experience very similar to a live leasing agent. It is programmed with policies for all properties, including the rent they offer, their time, and what’s nearby-all the basic questions prospects ask live leasing agents.

t customizationHe is a digital marketing stack

Every apartment company has its own needs based on market research. Harbor Group Management Co.’s Digital Marketing Playbook focuses on high quality content, professional photography and online leasing capabilities.

Jennifer Williams, Vice President of Marketing at Harbor Group Management, said: MHN..

In response to COVID-19, Harbor Group Management has coordinated its digital marketing strategy with additional tools for prospects to virtually visit and rent apartments. Image provided by Harbor Group Management Co., Ltd.

“By the time potential residents engage with our real estate team, we hope they are closer to the decision than they would otherwise be. Once they make the decision, online leasing is convenient and comfortable. We provide a leasing experience, “added Williams. Pandemics have only increased consumer demand for tools to make the experience more efficient and worry-free.


Read again: The impact of a pandemic on multi-family lease-ups


In response to COVID-19, Harbor Group Management has added a contactless digital communication tool to its digital marketing stack.This includes chatbots, online tour scheduling, and more. Virtual video tour.. With these tools, prospective tenants have access to additional ways to get information the way they want to receive the information they are looking for.

“We listen to future residents and it is imperative that they provide the most comfortable rental experience,” Williams said. “Finding a new home can be stressful. The more you help your prospects with digital tools and content to reduce stress, the more likely you are to have a long-term relationship that benefits your occupants and your business. . “

Beware of new shiny objects

Keep an eye on any digital marketing channel that reaches your playbook Resident retention..

“Every time a resident leaves, you’re losing money. If your current resident isn’t happy, think about why. You always have to get a lead, but revolving doors. “You can slow down,” said Rachel Ingbar, CEO of Intentional Marketing. MHN..

Ingber started as a leasing agent in the industry, moved to real estate management and marketing, and then launched its own multi-family marketing consultancy.

“I work with the onsite team to understand what’s happening on the property itself and what we can do for the resident,” says the client, keeping the resident and new prospects. Ingber says it supports digital marketing strategy sessions that help connect the points between attraction.

Ingber also emphasized the importance of having a customer relationship management (CRM) that actually tracks where the leads are coming from. The Internet Listing Service (ILS) seems to offer far more leads than other similar services, but a closer look reveals that lead conversions are very low. On the other hand, another ILS that hasn’t brought in many leads is actually converting more leads into leases.


Read again: Attract and transform potential lessees on your website


It’s easy to track digital marketing initiatives across your portfolio, but Ingber has found that it’s not always happening.

“All properties are different. In one facility, Google Ads may be working surprisingly well and ILS may not be working, but in another market, ILS is not working that well. Overall. You need to understand the image and connect it all together, “says Ingber.

Best of all, don’t make your digital marketing strategy obsolete. Marketing teams need to test their ideas and tactics to see what works and, more importantly, what doesn’t affect them. Make adjustments as you go, but be aware of new glossy objects.

“If you really feel that something new and exciting is essential, yes, I’d love to give it a try,” says Ingber. Also, if the direct or indirect impact on rental or resident retention efforts cannot be quantified, it is time to return to the blueprints.

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